Facebook might be the most popular social networking site around the world, but CEOs of big companies are taking to Twitter to write their views, says a report from Re/code. A new study from PR firm Weber Shandwick concluded that CEOs from the world’s 50 most lucrative companies prefer Twitter and LinkedIn, and the number has increased compared to last year, leaving Facebook nowhere.
Facebook use down among CEOs
The study took into account the top 50 companies on Fortune’s 2014 Global 500 rankings list, only to conclude that 10% of those CEOs are using Twitter, an increase from just 2% in 2012. LinkedIn ruled the charts with 22% of CEOs using the platform, an increase from 6% in 2012. The same study found that none of the CEOs have an active public Facebook page. In 2012, around 10% of CEOs in the category were using Facebook. Leslie Gaines-Ross, Weber Shandwick’s chief reputation strategist, expects these figures to rise in the future and referred to the current numbers as a blip.
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Shandwick said that a few years ago, there was a common belief that CEOs should be active across all major platforms to do their job properly. However, now CEOs are more aware of what platform will serve their purpose now.
However, the results may be taken with grain of salt as Weber Shandwick surveyed the CEOs with public, searchable accounts on all the platforms, not considering how frequently they were posting. For instance, Berkshire Hathway’s CEO tweeted merely six times since joining in 2013. There are also possibilities that CEOs might be active on Facebook but not publicly.
Videos becoming popular among CEOs
The study, which concluded that Facebook has lost its appeal among CEOs, also mentioned that more CEOs are participating in company videos. acknowledging them as an important tool for making a marketing strategy. Over half of the CEOs who agreed to this have appeared on their company website or YouTube over the last year, which is an increase from 40% in 2012 and just 18% in 2010.
A little harder to believe is the fact that only 28% of these CEOs have public social media accounts irrespective of the platform. From 2012, this number has surged from 18% but is still disappointing considering the popularity of social media over the past few years. Also Gaines-Ross expects that around 40% of the CEOs on the list might not be writing or posting their content.